Relationship marketing, and managing relationships with customers, focuses on the consumer as an individual, and constantly examines its needs, so that they can meet the highest quality, and thus retain consumers and transformed it into a client. Automotive industry recognized and applied potential of relationship marketing, and that is recognizable from the use of CRM software solutions in the automotive industry, and of width and offers a multitude of services available to the consumer. However, evolution of information and communication technology and changes in society require explore further possibilities for enhanced existing CRM software solutions auto industry. In this regard, a study was conducted that showed to a better relationship with consumers caused by the implementation of the new comprehensive web technologies based CRM software solutions that would have the Responsive Web Design, which would allow the sales staff about the customer on the spot, but also recording information on the consumer at the point of their creation. Furthermore, in terms of monitoring the trends that are happening in society, and that primarily means to develop relationships with consumers,
especially the younger group, it is necessary to build an organized presence in a virtual environment on social networks. Also, better to consumer relations contributed to the establishment of a contact center based on knowledge that would enable communication with customers through Web forms, e-mails and possibly SMS, and worked to frame pre-sales, sales
and post-sales activities. The presence in the virtual or Web environment is no longer an option, but an imperative, without which in the near future any serious business entity will not be able to survive. Considering all the above it can be concluded as to improve program management solutions relations with consumers to better develop relationships with consumers, thereby contributing to more efficient operation of businesses from the automotive industry.